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In relation to consumer research, differentiate between each of the following two methods: (i) Desk Research ______________________________________________________________ ______________________________________________________________ (ii) Field Research ______________________________________________________________ ______________________________________________________________ - Leaving Cert Home Economics - Question 11 - 2012
Question 11
In relation to consumer research, differentiate between each of the following two methods: (i) Desk Research _____________________________________________________... show full transcript
Worked Solution & Example Answer:In relation to consumer research, differentiate between each of the following two methods: (i) Desk Research ______________________________________________________________ ______________________________________________________________ (ii) Field Research ______________________________________________________________ ______________________________________________________________ - Leaving Cert Home Economics - Question 11 - 2012
Step 1
Desk Research
Answer
Desk research involves the collection of data from pre-existing sources such as state agencies, the internet, and various publications. This method allows for a large volume of information to be gathered quickly, making it relatively inexpensive to conduct. However, the information obtained tends to be general and not very detailed, often categorized as quantitative data.
Step 2
Field Research
Answer
Field research collects information through direct interaction with subjects, utilizing techniques such as observing, interviews, and surveys. This approach enables researchers to gather detailed insights about consumer behavior and attitudes, allowing for qualitative analysis to understand motivations and patterns more profoundly.